Background and Challenges
A group of farmers studying at Hanoi University of Agriculture wanted to bring to Vietnamese consumers the freshest fruit that was also safe, from farm to plate. They needed a brand to double as a product identifier and quality promise.
Solution
A saber is a type of knife, and the cutting of fruit is just short of a religious ritual amongst Vietnamese. Inspired by this insight, we developed a brand strategy, positioning, brand name, and visual language. The clean outline of a simple, round fruit, with an off-set "slice" incorporate the name Saber.
Results
Saber Fruits has expanded its varieties and enjoys sell-out crops and struggles to keep up with demand, supported by its recognizable mark of quality.